Member Meeting 1June 22, 2016Chicago

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Advocate Health CareSarah Scroggins and Mayura Kumar

#StoriesOfTheGirls

#StoriesOfTheGirlsAdvocate Health Care

Sarah Scroggins @SarahAScroggins

Mayura Kumar @MayuraJKumar

1 in 8 women in the U.S. will develop breast cancer in their lifetime.

American Cancer Society

Early detection is key to the prevention and treatment of breast cancer.

We saw the need to make an impact.

#StoriesOfTheGirlswas born.

Goal: Encourage women to join the conversation about their breast health and ultimately make their annual mammogram appointment.

Overall Digital and Marketing Tactics• TV Commercial• Direct Mail• Billboards• Hospital signage• Medical group signage• Key web placements

• Train station takeover• Digital Marketing• SEM• Paid and organic social• Local marketing• Video

Storytelling and social at the center.

Social is our best opportunity to share stories and have conversations.

Survivor stories, videos and blogs

Bra Personality Quiz

A giant bra on Michigan Ave

Survivor stories, videos and blogs

Lauren – Heeling Heals (12.2K views)

Gaile – Life after cancer (18.6K views)Internal & external promotion (14K views)

Blogs from our patients

Bra Personality Quiz

The BIG reveal…our 18’ Support Bra on Michigan Avenue in downtown Chicago

Key Takeaways

• Our survivors became our ambassadors

• Their stories made the campaign successful

• We engaged people in a fun, different way that caught their attention

• We created a reason for people to engage with us

Test and learn

• Find the right channel for the right tactic (Videos, Online forum)

• Merchandise and extend• Not all social tactics work for

everyone (Twitter chats)• Logistics, timing is key (Live sharing,

location)

Our Results:• Increased Facebook engagement YOY by 100%

• 25% increase in followers across all accounts

• 1,477 bra personality quiz submissions

• 1M video views (YouTube & Facebook)

• 3,500+ photos on Twitter & Instagram with #SupportYourGirls + #StoriesOfTheGirls

• $5,000 donation to American Cancer Society

• 431% increase in website visits, 88% mobile

• Mammogram appointments +37%

Connect with us:@advocatehealth

@advocatehealth

@advocatehealthcare

Sarah Scroggins @SarahAScroggins

Mayura Kumar @MayuraJKumar

health.socialmedia.org/meetings

Member Meeting 1June 22, 2016Chicago

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